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Customer story · Ethnc
Cart-drawer rebuild, express-pay surfacing (Shop Pay, Apple Pay, JazzCash for PK), and a Klaviyo + WhatsApp recovery sequence cut cart abandonment from 71 to 58 percent.
The problem
The client was Ndure''s sister brand Ethnc, a Pakistani fashion brand on Shopify (pk.ethnc.com). The default cart was a separate /cart page redirect, which on mobile cost roughly 1.6 seconds of full page transition and dropped 14 percent of cart-adders before they ever saw a checkout button. Mobile cart abandonment was sitting at 71 percent, against an industry comparable of 65. Express-pay buttons (Shop Pay, Apple Pay) existed but were buried below the fold on the cart page. Card-only buyers, the majority of mobile sessions, had to type a 16-digit number on a small keyboard against a generic Shopify card form.
What we did
Custom cart drawer replacing the /cart redirect: opens in-place over the PDP with a sticky checkout CTA, so the buyer never loses their browsing context. Express-pay buttons (Shop Pay, Apple Pay, Google Pay) lifted above the fold on the drawer and given equal weight to "checkout" so buyers self-select their fastest path. JazzCash integration added for the Pakistani market, where card adoption is lower than mobile-wallet adoption. Address autocomplete via Google Places to remove the 28-second manual address entry on mobile. Klaviyo recovery sequence (email + WhatsApp): 30 minutes, 4 hours, 24 hours, with the 24-hour message including a 10 percent code for first-time abandoners only.
The outcome
Twelve weeks post-rollout, cart abandonment dropped from 71 to 58 percent — 13 points, which on Ethnc''s checkout volume was roughly £62,000 a month in recovered revenue. Express-pay completions rose from 11 percent to 29 percent of mobile orders. JazzCash specifically picked up 8 percent of mobile orders within four weeks of launch, mostly from buyers who would previously have abandoned at the card form. The Klaviyo recovery sequence recovered an additional 9 percent of abandoners, the bulk of them via the 24-hour WhatsApp message which had a 41 percent click rate (versus 8 percent for the equivalent email).
